To be alive is fraught with tension – a delicate balance of having your shit together and being moments away from everything falling over the rails.
People talk about the “hot new thing” because of tension. Taylor Swift has a big tour. Great! I’d love to go. Tickets are $1000, and the nearest tour stop is five hours away. That’s tension.
There’s no tension in posting a song on Spotify or uploading a video to YouTube. That’s the easy part. Telling someone, “I posted a new single on Spotify,” is easy. An AI bot could write that. No tension.
Time to up the ante. Send the link to only ten people, and then see what happens. Show your next film or gallery with only a cryptic map to a secret underground venue under the local college water tower. Limit the number of people that can attend your next Zoom meeting.
When everything is available for everyone, there’s little incentive to pay attention; it’ll be here tomorrow, digitally or available to purchase on Amazon.